HE STRATEGIC MARKETING PLAN- AN ESSENTIAL TOOL FOR ALL SMALL AND MEDIUM ENTERPRISES (SME)

Costel Negricea (), Nicoleta Dumitru and Tudor Edu

Holistic Marketing Management Journal, 2011, vol. 1, issue 2, 31-40

Abstract: At present, due to the highly competitive environment and a more than ever demanding customer, the marketing approaches considered by the small and medium enterprises (SMEs) must be split into strategic and tactical tools. The first ones must outline the directions, objectives and paths necessary for a medium to long-term development, while the latter should focus on the instruments necessary to achieve the long-term objectives set within the framework established at the strategic level. Certainly, the most important tool at the strategic level is the Strategic marketing plan. In this paper our goal is to propose a detailed strategic marketing plan which can be used by any SME regardless the type and approached market.

Keywords: Strategic marketing; vision; segmentation; targeting; positioning (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

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